Francis gave up her successful advertising career to launch the company after spotting a gap in the market for high-quality men’s underwear.

Since launch the brand has grown rapidly, generating lots of media attention and securing five new international stockists in recent months.

Commenting on Hamilton & Hare’s win, judges noted: “It is evident that brand is at the heart of the entire business, from end-to-end and visible at every stage. She [Olivia] has thought through everything and built a brand around her consumers. A very credible winner.”